InstruMMents Brand Identity

InstruMents

Founders of InstruMMents wanted to re-think and evolve capturing and using dimensions. They created the world’s first dimensioning instrument that capture dimensions or reference curves of any object, straight or curved.

Upon release of the first product, InstruMMents received over 2 Billion impressions in press, media and social. The product has enjoyed sale conversions of up to 3% on ads served, earning “blockbuster” status.

At the core of the brand name “InstruMMents” is “MM” or “millimeters” representing dimensions and measuring process.

Brand mark is constructed from the individual blocks, squares, representing the measuring units of an area. The heart symbol inside is communicating love and passion at the center of any creation.

The iconic angular shape of the MM mark is recognizable even when reconstructed with other graphic elements. This makes the communication of the brand flexible and versatile.

To make the brand communication more personal I lead the creation of the sans-serif, display typeface, consisting of Light, Regular and Bold fonts. With the absence of an adornment this functional typeface is fully reflecting the precision and efficiency of the InstruMMents tools.

At the core of the icons, there is the same visual DNA as in the brand mark: bold outline, 45-degree angle, simple and clear forms, black and white colors, strict proportions. The construction of every icon is based on the same grid system and it helps unify the elements and proportions of every symbol.

The Identity Guidelines is the evolving document and currently consist of 94 pages. There are the following chapters: Logo, Color Palette, Typography, Stationery, Photo and Video Style, Grids and Layouts, Patterns and Illustrations, Industrial Design, Packaging, Mobile app and Website, Social Media Communication and Presentation.

The packaging design and experience is fully representing the brand essence of InstruMMents. The primary product consists of the black box that is standard for all devices, and the interchangeable sleeve, that can be different depending on the product SKU.

Instead of a boring manual, customers can find the instructions in the nice high-quality notebook. They can read the instructions, and later use it for their notes and sketches. People really enjoy it!

The mobile app is the important part of the InstruMMents tools. It extends the limited functionality of traditional measurement tools to possibly unlimited. Display the measurements, convert the units on the go, change a scale, grab 3D reference curves, log and search your past measurements, share and download the .step files and so on.

We want the app to be the professional tool too, and all the user experience and user interface are following the primary function: to give quick access to the display with measurements without any distraction. All the important functions are a one tap away: switch 3D/2D mode, history, change units and sharing results. We tested, simplified, refined, and tested again the app until we got to the point where the product was ready to go to the market. As the result, the intuitive and simple experience of the app got very positive feedback from the users.

Few concepts of the icon for the 3D version of the mobile app. This is supposed to be one family of the apps, so we have to keep the relationship to the main app while introducing the new sub-brand.

The icon set for the user interface of the app. Clear, simple and subtle icons follow the brand identity of InstruMMents, complement the interface, and provide easy navigation at a glance.

The iconic shape of the InstruMMents stand was at the center of attention in SZIDF-2017 show (Shenzhen, China).